Customer Service System & Route to Market (CSS/RTM) Workshop

Transcription

1 Customer Service System & Route to Market (CSS/RTM) Workshop Background Customer Service Systems (CSS) and Route-to-Market (RTM) is defined as the complete framework of value-adding activities performed by a Sales & Distribution organisation to assess, design, plan and execute consumer, channel and customer service strategies at a local market level. This encompasses all business activities from the warehouse to the Point-of-Purchase (POP) i.e. the shopper/consumer in order to execute the consumer, channel and customer strategies in the most effective and efficient way. CSS creates and captures profitable growth through the efficient execution of brand and marketing strategies at the Point-of-Purchase (POP)

2 CSS addresses Gaps and builds the business while reducing unit costs and investment, e.g. Volumes, Price, Capex, Unit cost, and Time. Learning Objectives: On completion of the workshop, delegates will be able to: Enhance the CSS/RTM basic working knowledge skill level Define and execute an effective and efficient CSS/RTM system, which captures value through optimum outlet execution of consumer, channel and customer strategies Compile an appropriate Destination Statement Have a broad understanding of the menu of tools available in the Assessment step Create unique sets of activities to meet the needs of different market segments with distinct service packages and capture these in a documented Customer Service Policy Identify appropriate Key Outputs at each stage of the CSS process Understand the relationship between customer service provision, and the cost thereof i.e. ensuring costs are minimized but without compromising the effective execution of consumer, customer and channel strategies Provide a broad overview of Distribution Infrastructure Planning, Strategic Route Planning, and Daily Dispatching & Distribution Understand and apply a set of general Key Performance Indicators as applicable to sales / distribution and supporting Management Routines Methodology and Process: CSS begins and ends with Consumer Activation and links by executing against Marketing s Look of Success and performs the 4 key activities within the customers outlet, i.e. Account Development Order Generation Merchandising Delivery A 5-step process approach is used, which is the skeleton of the programme, i.e. Destination where do you want to be in the future? - Business Plan - Marketing, channel and customer strategies - what does my Look of Success look like? Assessment where are you today? (Current Reality) External Market Profile & Environment External Assess Customer Needs Current performance levels Cost to serve (current & optimised)

3 External Survey retail execution Internal Analyse financials & Customer data base Internal Document Order to settlement process Capabilities & Capacities Identify strategic gaps Quick wins Internal Conduct on-route/in-outlet time studies Project Plan Timeline & Resources Internal Assess organisational readiness Design how do you change your existing system in order to achieve the Destination, within the context of the Local Environment? - Create the architecture to drive profitable growth - Meet appropriate customer service needs Define customer base & service frequencies from the customers perspective Select appropriate direct & 3 rd party service systems Determine & group functional job roles Define new cost to serve Define Management structure Create compensation policy Strategic change Plan: Capex; 3 rd Party etc Customer Service policy by channel Organisational structure & compensation Job descriptions & skills Training and Capability Building plan Planning who needs to do what, by when, how much will it cost? - Converts the CSS/RTM strategies into Action Plans & Process Distribution infrastructure Planning Strategic Route Planning Daily dispatching Implement tailored distribution strategies Assign & train personnel for new roles & responsibilities Operational metrics Balanced sales & delivery territories Effective & efficient distribution infrastructure Improved Order Generation process Establishment & conformance to Standards HR & staffing Plan

4 Execution and evaluation making it happen. Consistently and effectively executing the Look of Success and CSS daily work plan. - Continuously measuring effectiveness - Continuous Improvement - Pilot project and roll-out for marketplace Effectiveness Account Development Order Generation Delivery Merchandising Route supervision for marketplace Efficiency Sales depot Management Revenue & cost monitoring Order processing Dispatching Settlement Executed Look of Success to create Availability Acceptability Affordability Profitable Growth Perfect order Maximum resource utilization Eliminate waste Continuous sustainable improvement process To a Zero balance The emphasis is on the creation of unique sets of CSS/RTM activities to meet the needs of different market segments (e.g. retail, geographic, channel, portfolio) with distinct service packages (known as Customer Service Policies), and not on operating a homogenous, one-size-fits-all system. Tools utilised General - selected best global practices Customised Case studies Customer Value Driver Survey Operating Volume Analysis Time and Motion studies Retail Audit Workshop Methodology: A set of PowerPoint slides with a participant workbook are used. The programme is extremely interactive and challenges participants with discussion, incorporating mini-syndicate group exercises, sharing of experiences / ideas etc Comprehensive and relevant case studies to reinforce the learning s Examples of previous CSS/RTM projects

5 Duration: 3 days Group size: delegates. Target Audience: Delegates can be sourced from a cross-section of the organisation. Ideally include personnel from other functional disciplines that are impacted by decisions made in the context of CSS/RTM, i.e. sales, operations, distribution, HR, Finance, etc.